Custom branding of Aras Innovator is beneficial for branding, user experience and adoption. Whereas Aras Innovator V11 used a simple .svg file inside the code tree, in V12 we need to dive a little deeper.
Using .svg files is recommended by Aras because it scales without stretching and your logo will not get blurry or pixelated (.svg is a vector format). It is also benficial for loading speed.